Black Tower targets Millennials with low alcohol range

BySonya Hook

| 31 July, 2018

Black Tower has unveiled a new 0.5% abv range, to build on the success of its B by Black Tower 5.5% abv collection.

The new Deliciously Light range – which will comprise a red, white, rose and sparkling variant – will all be 0.5% abv alcohol, with wines priced £3.50 to £4.00. The range is designed to appeal to health-conscious Millennials, particularly over the festive season.

Export Sales Director, Alison Fleming MW, said: “Consumers want to enjoy Christmas parties, family meals and New Year celebrations without jeapardising their diets and impacting their general health. In particular, our target audience – female and Millennial drinkers – wish to moderate their alcohol consumption.

"Attitudes have changed thanks to the taste and quality of low alcohol wines greatly improving with comparable alternatives to popular varieties now available. As a trusted brand, we are perfectly positioned to capitalise on this trend and broaden our offering.”

Producer Reh Kendermann said its B by Black Tower collection grew 18.5% year on year in UK supermarkets in 2017 (Kantar, 52 w/e July 2017). It also highlighted growth in the no and low-alcohol sector, which grew by £1.7 million last year, according to Nielsen data.